AGENCY
Vidya Manmohan, Chief Creative Officer
Ewelina Sek, Planning Director
Omaima Saad, Creative Director - Arabic
Charles Nequito, Senior Creative Director
Vishal Munge, Film Director
Khushi Rawat, Producer
Edelman (MENA)
Nishita Virkar, Head of Brand
Salman Studio INC.
Salman Sajun, creative director
Salman Sajun, Photographer
SUMMARY
Parents in our region perceive LEGO as an expensive, difficult toy that requires effort to construct. Our goal was to convince sceptics that LEGO is the best gift for kids despite their preference for easier-to-play cheaper toys. We decided to turn our weakness (“difficult toy” perception) into unbeatable strength: learning-through-play. During LEGO play, children don’t only build objects of their passion, but they primarily build values that shape their character: patience, collaboration, kindness. The #BuildingGoodness campaign run during Ramadan’2021 resulted in 14pp Brand Desire increase and 189% sales growth year-over-year.
